PELATIHAN STRATEGI SOCIAL MEDIA ADVERTISING BAGI STUDENTPRENEUR: MENINGKATKAN VISIBILITAS DAN DAYA SAING DI ERA DIGITAL

Zefanya  Andryan Girsang; Mohammad  Najib Roodhi; Baiq  Handayani Rinuastuti; Siti  Nurmayanti; Siti  Aisyah Hidayati; Juan  Kurnia

Penulis

Zefanya Andryan Girsang Universitas Mataram
Mohammad Najib Roodhi Universitas Mataram
Baiq Handayani Rinuastuti Universitas Mataram
Siti Nurmayanti Universitas Mataram
Siti Aisyah Hidayati Universitas Mataram
Juan Kurnia Universitas Mataram

Kata Kunci:

brand awareness, digital marketing, social media advertising, studentpreneur

Abstrak

Di era digital, social media advertising menjadi strategi yang sangat efektif dalam meningkatkan brand awareness, terutama bagi studentpreneur yang memiliki keterbatasan sumber daya dalam memasarkan produknya. Pelatihan ini bertujuan untuk membekali studentpreneur di Kota Mataram dengan pemahaman dan keterampilan dalam mengoptimalkan media sosial untuk promosi bisnis mereka. Kegiatan ini dilaksanakan dalam tiga tahap: persiapan, pelaksanaan, dan evaluasi. Persiapan dilakukan melalui kerja sama dengan tim Seoul National University guna meningkatkan kualitas materi pelatihan. Pelaksanaan diadakan di gedung Fakultas Teknik Universitas Mataram dengan materi pembelajaran tentang segmentasi pasar, strategi pembuatan konten, serta praktik langsung dalam membuat kampanye periklanan melalui Meta Ads. Evaluasi menunjukkan bahwa peserta telah mampu menentukan segmentasi dan target pasar yang tepat, membuat konten yang relevan dengan teknik copywriting yang efektif, serta menyusun kampanye periklanan berbasis data. Keberhasilan ini menunjukkan bahwa pelatihan social media advertising dapat membantu studentpreneur dalam membangun brand awareness yang lebih kuat dan meningkatkan daya saing bisnis mereka.

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